What audio should I be using on my Reels?

So you’ve got your Reel edited and ready to go, now all you need to do is find the perfect audio for it. There are literally millions of options on TikTok and Insta, so how do you know what to use? Audio plays a crucial role in capturing attention and conveying your message effectively and yet more effort is put into getting the visuals right. Here’s a guide to choosing the right audio that not only fits your content and brand, but also engages your audience.

(But before we get there, there’s just one thing to consider…)

You’ve likely developed visual guidelines for your brand: what you want it to look like, how you want it to show up online, what visual cues and devices you want it to embody. Now, it’s time to expand those guidelines to include auditory cues. What do you want your brand to SOUND like? Once you have that outlined, you can confidently start making audio choices for your short-form social videos. It’s important to do this within the context of your target audience: use audio that matters to them, rather than songs or voiceovers that would alienate them.

Now back to our guided tour of audio options…

YOU COULD GO FOR A TRENDING SONG
Trends can change rapidly on social media, and keeping up with the latest sounds can give your Reels a boost. When you hear a sound repeatedly in other users’ videos, it’s likely trending. By incorporating these sounds into your content, you can ride the wave of popularity, potentially increasing your reach and engagement. The easiest way to see what’s trending is to head to your Instagram professional dashboard, scroll down to TIPS & RESOURCES, then tap on TRENDING AUDIO. What comes up is a list of all the trending audio at the moment and an indication of how popular it is.

ADD A PERSONAL TOUCH WITH A VOICEOVER
Sometimes, the best audio isn’t music but your own voice. Voiceovers can add a personal touch and help convey your message more clearly. This is especially effective for tutorials, storytelling, or sharing personal experiences. Ensure your voice is clear and enthusiastic to engage your audience fully. You can also enhance voiceovers with background music, creating a balanced auditory experience. Consider scripting your voiceovers to ensure they are concise and impactful, especially given the short duration of Reels.

WHAT ABOUT A SOUND EFFECT INSTEAD?
Sound effects can add humour or emphasis to your Reels. Whether it's a comedic “boing” sound after a joke or a swoosh to highlight a transition, these little audio cues can make your content more engaging. Explore the variety of sound effects available in Instagram’s audio library to find ones that suit your style and the mood of your video.

CREATE ORIGINAL SOUNDS
For those looking to stand out, creating original sounds can be a game-changer. If you have a knack for music or sound design, consider producing your own audio clips. It may encourage others to use your original sound, increasing your visibility and engagement. Ensure the music matches the theme and message of your Reel: using a cheerful, upbeat song for a product launch can create excitement and anticipation for example.

BE MINDFUL OF LICENSING
While using popular songs can boost your Reels, be mindful of licensing issues. Instagram provides a library of licensed music that you can use without much risk, but if you opt for songs outside this library, you might risk having your content muted or taken down. Always check the terms and conditions regarding audio usage to protect your content.

NOT SURE YET? EXPERIMENT
If you’re struggling to identify your brand’s sound, it’s time to experiment with different types of audio to see what fits the best. Try various genres, voiceovers, or sound effects to see what resonates best with your audience - and you’ll know what that is judging by your reach and engagement levels.

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